Rummo Pasquale E, Arshonsky Josh H, Sharkey Andrea L, Cassidy Omni L, Bragg Marie A
Department of Population Health, New York University School of Medicine, New York, New York, USA.
NYU School of Global Public Health, New York, New York, USA.
Health Equity. 2021 Jun 15;5(1):414-423. doi: 10.1089/heq.2020.0068. eCollection 2021.
On television, food companies promote their least nutritious products to Black and Hispanic youth more than White youth, but little is known about the extent to which Black and Hispanic adolescents may disproportionately engage with unhealthy food and beverage brands on social media relative to White adolescents. In 2019, we purchased and analyzed demographic data of social media users who followed 27 of the most marketed food/beverage brands on Instagram and Twitter. We used one-sample -tests to compare percentages of Black, Hispanic, and White followers of the selected brands' accounts versus all social media accounts, and independent samples -tests to compare followers of sugary versus low-calorie drink brands. We also used linear regression to examine associations between racially targeted marketing practices and the percentages of Black, Hispanic, and White followers on social media. On Instagram, the percentage of Black followers of the selected brands (12.7%) was higher than the percentage of Black followers of any account (7.8%) (<0.001). On Twitter, findings were similar for Hispanic users but opposite for White users. A higher racially targeted ratio was positively associated with the percentage of Black followers, and negatively associated with the percentage of White followers. Sugary drink brands had more Hispanic followers than low-calorie drink brands (<0.001). Unhealthy food/beverage brands that target Black adolescents have a disproportionately higher percentage of Black followers on social media relative to White followers. These findings support the 2019 proposal to restrict racially targeted advertising through the Children's Online Privacy and Protection Act.
在电视上，食品公司向黑人和西班牙裔青少年推销其营养成分最低的产品的力度超过了白人青少年，但对于黑人和西班牙裔青少年在社交媒体上接触不健康食品和饮料品牌的比例相对于白人青少年可能过高的程度，人们知之甚少。2019年，我们购买并分析了在照片墙（Instagram）和推特（Twitter）上关注27个营销力度最大的食品/饮料品牌的社交媒体用户的人口统计数据。我们使用单样本t检验来比较所选品牌账号的黑人、西班牙裔和白人关注者的百分比与所有社交媒体账号的百分比，并使用独立样本t检验来比较含糖饮料品牌和低热量饮料品牌的关注者。我们还使用线性回归来研究种族针对性营销做法与社交媒体上黑人、西班牙裔和白人关注者百分比之间的关联。在照片墙上，所选品牌的黑人关注者百分比（12.7%）高于任何账号的黑人关注者百分比（7.8%）（P<0.001）。在推特上，西班牙裔用户的情况类似，而白人用户则相反。更高的种族针对性比率与黑人关注者的百分比呈正相关，与白人关注者的百分比呈负相关。含糖饮料品牌的西班牙裔关注者比低热量饮料品牌更多（P<0.001）。针对黑人青少年的不健康食品/饮料品牌在社交媒体上的黑人关注者比例相对于白人关注者过高。这些发现支持了2019年通过《儿童在线隐私与保护法案》限制种族针对性广告的提议。
